The Power of Video to Generate Demand with Tyler Lessard, VP of Marketing & Chief Video Strategist of Vidyard
Pipeline Visionaries
English - January 18, 2022 10:00 - 44 minutes - 40.7 MBMarketing Business advertising revenue b2b b2b marketing chief marketing officer cmo demand gen demand generation growth marketing Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
This episode features an interview with Tyler Lessard, VP of Marketing & Chief Video Strategist of Vidyard, a video platform for marketing and sales video hosting. Tyler has over 15 years of experience in B2B marketing, sales enablement, content marketing, brand and video. He’s also the distinguished author of The Visual Sale.
On this episode, Tyler breaks down how to effectively use video to generate demand, why video chops need to be in every marketer's toolkit, and how to be cost-effective and make videos at greater scale.
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“...up until the last few years it was costly and complex to do a lot of video. That’s where it was really a barrier and people will go, ‘oh, we just do it over there because if we do it everywhere else, I don’t even know how I would afford that or manage it.’ But the reality is today, there are very approachable ways, very cost-effective ways to do video at a greater scale. And so that’s what we’re starting to see is this scaling the use of video across these different programs, having more teams, demand teams, social teams, content teams, thinking about where does video content fit into what we’re delivering. How can it help us better tell this story or answer this question?” — Tyler Lessard
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Episode Timestamps:
*(1:57) - Tyler’s first job in demand
*(2:55) - Tyler’s role at Vidyard
*(3:51) - Segment: Trust Tree
*(7:17) - How Tyler’s marketing team is structured
*(9:03) - Tyler demand gen strategy
*(16:56) - The future of video in every marketers toolkit
*(33:08) - Where should listeners put their videos?
*(36:10) - Segment: The Playbook
*(40:35) - Segment: Quick Hits
*(42:49) - Advice for a first time VP of marketing
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Sponsor
Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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Links
Connect with Tyler Lessard on LinkedIn